Michael Roebuck's Blog

This post has been edited on Monday, September 24, 2007 because of the comments received. I'm not afraid of writing a controversial post, but while the post was about usability in relation to a gas station after a recent visit, I think I may of inadvertently attacked a single person. It certainly generated a response from a Shell Corporate Office and I understand the owner of the gas station circulated the post to all employees.

In retrospect, I probably should not have listed the location of the Shell gas station I visited. Granted, I was really ticked about the response I received from the employee and might write the same thing if happened again, but I'm really not out to get anyone in trouble. I'll agree that I might have been quick to chastise an individual and there are always two sides to every story. We'll assume that I was the 10th person to complain about the printer that day and the employee was just fed up.

Anyway, thanks to Anonymous for there comments and letting me know what was going on. Below is the edited post:

I got gas at a Shell Station one day. I travel frequently and it was a store I have visited several times in the past. Several times though, the receipt printer wasn't working on the pump and I had to go inside for my receipt. I find that irritating because if you offer me an option to pay at the pump, make sure it works. I complained several times and usually get the same excuse about the service guy coming and have a nice day.

The other day was different. I got my gas and the receipt printer wasn't working again. I swore a little bit and went inside. I told the gal behind the counter I wasn't ever buying gas here again assuming she'd apologize and tell me to have a nice day. Something to calm me down again and make me leave a happy customer. Was I wrong! In fact, I was speechless. After complaining to her, she looked me square in the eyes and stated firmly; "Doesn't bother me. They've been by here...." and she kept rattling off something but all I could think about was, "Doesn't bother me" and the manner in which she so boldly and matter-of-factly told me.

I left the building flabbergasted at her uncaring response. I wanted to fire her on the spot for her attitude and talking to a customer that way. Needless to say, there is another gas station across the street and several more off the next exit. I will not be a Shell customer again. In fact, I probably won't be a Shell customer anywhere again either.

After running this scenario in my head several times, and because I believe if I owned the Shell Station I would have prevented this scenario from happening. I thought how could something this trivial have caused Shell to loose a customer? I drive a truck and get gas about every 2 weeks. Assuming this was my regular gas station where an average fill costs me about $40.00. 52 weeks year, every other week is 26 times $40 for an annual customer value of $1040. Throw in drinks and gum and you've probably got another $100. For sake of argument, say I was worth $1000.00 year to that Shell Station. Usability wise, what could have saved Shell from loosing $1000.00?

Easy, A sign on the pump reading, "Printer Broken. Sorry." Could a little post it note be worth $1000? Sure! Why? Because I would have been informed up front that the printer was broken. Sure, I may have laughed a bit and thought, "Broken Again??" But I would still have gotten my gas and probably still be a Shell gas customer today. Even if I really wanted a receipt at the pump and left, I would have been back the next day or two weeks later to try again. I might have even moved over to a different pump. Virtually any way you look at it, I would still be a Shell customer today.

What is the moral of the story? Listen to your customers. If I complained several times, how many other people feel the same way but might not have complained? Did Shell really only loose my $1000 or do you think other customers were treated the same as I was? Run your web site like you would run a brick and mortar business and listen to feedback and react. It's just as easy to go to another web site as it is to go to another gas station. I spend my money where it's appreciated.

You are aware Yahoo has the feedback rating system right? Do you use it? I receive the feedback rating comments sent in for several of my clients. Every comment gets sent to the store as well as me and any comments relating to the web site get analyzed. If it's negative, they get a personal response from me either asking for more detail or what we can do to fix it.

As my Dad always told me, "If someone is willing to give you there hard earned money, thank them very much!" It's hard enough trying to make money without bad customer service and usability roadblocks working against you.

Labels: customer, gas, service, shell, station, usability